- Number of lessons: 7
- Time to complete: 60–90 minutes
- Element: Plan
- Topic: Search
- Contributor: Andy Crestodina
- Instructional Designers: Kerry O'Shea Gorgone, Felicia Bonavita-Isoldi
- This course is part of your PRO subscription.
ABOUT THIS COURSE
The Internet is bursting with more than 6 billion webpages. That means you're competing with an insane number of pages for search engine rankings. What's the secret to beating them and winning the search game? Using the very latest and best Search Engine Optimization (SEO) methods.
The good news is that SEO isn't an elusive black box—and you can increase search traffic by taking a few specific steps. Better yet, you can accomplish this even if you're NOT a tech expert or SEO specialist. Woot!
If you're trying to wrap your head around what goes into SEO and how you can improve results—or better communicate with your programmers and other Web team members to do so—then this course is for you.
In The (Non-Techie) Marketer's Guide to SEO, you'll learn what people want when they come to your site; how likely they are to convert; and how to use links, keyphrases, and semantic SEO to improve your rankings. You'll also learn how influencers can help boost your efforts and which analytics reports are the most useful for optimization.
One of your favorite instructors, Andy Crestodina, delivers the whole enchilada: all the key layers you need to win at search with no geek gene and minimal tech mastery.
- 1 Determine visitor intent and the likelihood of conversion
- 2 Use schema to improve your SEO results
- 3 Measure the value of a link or press hit
- 4 Estimate competition in search results
- 5 Use key phrases to enhance SEO
- 6 Employ semantic SEO to find and incorporate related phrases
- 7 Work with influencers to create content that boosts SEO results
LESSONS IN THIS COURSE
Search Engine Optimization: What You Need to Know to Get Started
Organic search traffic is different from other traffic sources. How? This intro lesson lines up the ways: you'll learn why search traffic is uniquely valuable, the main search ranking factors, and types of SEO. You'll also see how to analyze your site visitors so you can determine their intent and likelihood of conversion.
SEO Technical Considerations for the Non-Technical
While you don't have to be a tech expert to win at search, basic familiarity with some tech terminology and concepts can go a long way toward better SEO and improved communication with the technical folks on your team. You'll learn the importance of pages and URLs, sitemap.xml and robots.txt files, and little tags called "schema," which can make a big difference in your results. Plus, you'll uncover some real-world SEO disasters.
Authority, Competition, and the Power of Links—Your X-Factor!
Another day, another search algorithm change. (Thanks, Google and Bing!) But one thing remains constant: links are vitally important in determining where you rank in search. In this lesson, you'll discover how (and why) links matter. You'll also learn how to measure the value of a link or press hit, as well as evaluate competition in search results.
Keyphrases + You (the Heart of SEO)
Choosing and using keyphrases is the heart of SEO. You'll learn the three key criteria for choosing phrases that deliver. You'll also learn why search volume is overrated, as well as the most (and least) important places to indicate relevance.
Deeper Content and Semantics (Or: Taking Your SEO to the Next Level)
The quest for relevance continues with on-page SEO. You'll learn how to indicate relevance for your broader topics, not just primary keyphrases. You'll also uncover the internal link most marketers forget to add (but should!), how important word count really is, and the value of semantic SEO.
Collaboration and Links: How Influencers Can Amp Up Your Search Results
Convince an influencer to share, and you'll rock for a day. Convince an influencer to collaborate in ways that drive SEO, and your rankings will deliver for a lifetime. Few brands do this well. In this lesson, you'll learn to identify which influencers are right for your optimization efforts, how to construct the plan (and the pitch), and how to squeeze the most SEO value from every collaboration.
Optimization: Using Analytics for Better SEO (Because There's Always Room to Improve)
Optimization is ongoing. It's all about iteration and finding new opportunities by learning what's working, what's not, and improving accordingly. How do you do this? Your data. This lesson is broken into two parts, so you get the most out of this all-important topic.
Part 1: Reach High (and Low) to Win Big
SEO is a data-rich marketing channel. But which reports are the most useful for optimization? In part 1, you'll learn how to optimize your almost-high-ranking pages, so you can start moving closer to page one on Google. You'll also learn how to defend your traffic magnets (high-ranking web pages), so you can keep your ranking (or even improve it!).
Part 2: Tips and Tricks FTW!
In part 2, you'll find quick SEO wins for your new content and learn the art of updating old content. Plus, you'll discover best practices for URLs, ensuring that your content can live on long after your post is live.
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